SBD/31/Sponsorships Advertising Marketing

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  • ARNELL GROUP LOOKS TO DRESS UP FILA'S GRANT HILL CAMPAIGN

              An "extensive" campaign by Arnell Group, NY, for Fila's
         newest basketball shoe, the Grant Hill IV, "seeks to
         concentrate more on the performance aspects of the product
         than its fashionability," according to Stuart Elliott of the
         N.Y. TIMES.  The goal "is to counter perceptions that Fila
         shoes are more likely to be glimpsed in GQ than Sports
         Illustrated."  The new TV campaign, which begins tonight,
         portrays Hill "either playing basketball or thinking about
         playing basketball so single-mindedly that at one point he
         even challenges his reflection in a mirror in an effort to
         demonstrate" that, as the campaign asserts, "the only
         competition is yourself."  The decision by Fila "to overhaul
         how Hill is hawked" is central to a strategy to improve sales
         in its footwear category.  Fila Senior VP/Advertising Howe
         Burch: "Frankly, this has been a difficult year.  The company
         is really trying in many respects to re-engineer itself by
         enhancing our performance capabilities, and we see Grant as
         the cornerstone."  The campaign is the first from the Arnell
         Group for Fila's Hill line and Fila's total annual ad budget
         is $20-25M (Stuart Elliot, N.Y. TIMES, 10/31).
    
    

    Print | Tags: Fila USA
  • DOIN' THE DOME: NFL PLAYERS TO DEBUT NEW SIDELINE LIDS

              Continuing an NFLP initiative, Sport Specialties will
         debut its new cap, "The Dome," on Cowboys players during
         their game against the 49ers this weekend.  Four Cowboys
         players not sporting the new look have headwear deals with
         other Pro Line companies: QB Troy Aikman (Logo Athletic); RB
         Emmitt Smith (Starter); FB Daryl Johnston (Reebok); and WR
         Michael Irvin (Logo Athletic).  49ers QB Steve Young will
         also wear "The Dome" during the game.  Other players wearing 
         "The Dome" this weekend are Patriots QB Drew Bledsoe, Packers
         QB Brett Favre, Steelers QB Kordell Stewart, Lions QB Scott
         Mitchell and Jaguars QB Mark Brunell.  The hats will be
         available at retail next week (THE DAILY).
    
    

    Print | Tags: Dallas Cowboys, Detroit Lions, Green Bay Packers, Jacksonville Jaguars, New England Patriots, Pittsburgh Steelers, Reebok, San Francisco 49ers
  • MARKETPLACE ROUND-UP

              NFLPA's Players Inc will assist Pop Warner's kick-off
         efforts to expand football involvement by young people. 
         Players Inc will grant two, $5,000 scholarships for academic
         excellence each year and launch the "Pros for Pop Warner"
         Campaign, a program that will see active NFL players assist
         the Pop Warner program and expand its reach (Players Inc).
         ....The NHL has established the A.S.S.I.S.T. program --
         Assist Skaters & Shooters In Succeeding Together -- to
         benefit under-funded youth hockey programs worldwide.  NHL
         A.S.S.I.S.T. will annually award a total of $100,000 to needy
         youth programs (NHL)....Tennis Canada announced that
         Mercedes-Benz Canada will donate $7,500 from a fundraising
         initiative at the '97 du Maurier Open tennis championship to
         the Junior Nationals tennis program (Tennis Canada)....NC-
         based Sports Marketing Enterprises announced that CA-based
         Viking Cue has joined the Camel Pro Billiards Series as
         sponsor of the $2,500 Viking Sportsmanship Award (Sports
         Marketing Ent.)....In a special report on the state of the
         golf industry, the L.A. TIMES' John Weyler reported that the
         number of golfers in the U.S. "has hovered" between 24-25
         million, but that sales of golf clubs "were up 11.4%" from
         June '96 to June '97, according to Golf Retailers Magazine. 
         Sales of rainwear increased 21.7%, golf gloves 12.8%, and
         golf socks were up 13.2%.  Accessories were up 33.7%, with
         "high-priced belts" a "driving force" (L.A. TIMES, 10,31).
    
    

    Print | Tags: DaimlerChrysler, NFL, NHL
  • NO TRICK: DEAN SMITH TO MEET WITH STUDENT GROUP ON NIKE ISSUE

              Former UNC basketball Coach Dean Smith "plans to meet
         Friday with a student group that opposes the school's" $7.1M
         contract with Nike, according to USA TODAY.  In a letter sent
         last week to the student-run Nike Awareness Campaign, Smith
         said he wanted to hear more about "alleged sweatshop
         conditions" in overseas factories.  The group originally
         approached new UNC basketball Coach Bill Guthridge "about
         getting involved," but Smith "was the one who responded to
         the group's request."  Smith had a personal contract with
         Nike before retiring earlier this month.  Todd Pugatch, a
         member of the campaign, said the purpose of the meeting was
         not to persuade Smith to join their cause, but "just to speak
         with him and present him with our point of view."   Students
         have also asked that some of the money from the school's nine
         Nike contracts be donated to Amnesty International, the
         world's largest human rights organization (USA TODAY, 10/31).
    
    

    Print | Tags: Nike
  • REEBOK GOES OVERSEAS FOR HELP WITH SOCCER ADVERTISEMENT

              Reebok Int'l announced the appointment of London-based
         Lowe Howard-Spink as its worldwide advertising agency for
         soccer (Reebok).  AD AGE reports that Lowe's initial task
         will be to develop TV and print campaigns to support Reebok's
         "on-field" presence at next year's World Cup in France.  The
         account is worth "an estimated" $15-20M (AD AGE, 10/31).
    
    

    Print | Tags: Reebok
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